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Hennessy has a long-standing relationship with African American culture, especially hip hop. It has been described as "synonymous with rap music and African Americans, who are the brand's major consumers and advocates". While music, especially the 2004 2Pac song "Hennessy" has been credited with popularising the drink, some historians have pointed to a much older relationship, which began when African American servicemen encountered cognac in France during World War I and World War II.

Hennessy has actively pursued this consumer group for decades. It targeted minority audiences as early as the 1950s, when it placed advertisements in African American magazines like Ebony and Jet, used African American models, and hired African American employees. By some estimates more than two thirds of Hennessy sold in the United States is consumed by African Americans. It is sometimes referred to as "Henny".

Hennessy appears frequently in the lyrics of popular music, and by one estimate the words "Hennessy" or "cognac" are referenced in more than 1,000 songs.